Ipad Preliminary Marketing Report - Free Essay Example

Sample details Pages: 10 Words: 3115 Downloads: 6 Date added: 2017/09/15 Category Advertising Essay Did you like this example? Executive Summary This Preliminary Marketing Report has been prepared upon being commissioned by Apply to provide the company with an analysis of the market and an overview prior to launching the iPad product into the Australian market. The report will give an overview of the current situation along with strategies for the future. It looks at observing the current competitors that are aimed against the iPad and defining the industry in which the product is planned to be launched in. The analysis includes a macro economic analysis environment for the Apple iPad which includes the political-legal, economic, socio-cultural and technology factors along with reviewing the way consumer behave in regards to their decision making process. Insights into further marketing research Apple can undertake to help ensure a successful product launch has been instigated. It has also been decided that Apple should focus the demographic segment in general but more specifically be targeting their product primarily to the 18-35 yr old age group along with the secondary target of 6-17 yr old. Don’t waste time! Our writers will create an original "Ipad Preliminary Marketing Report" essay for you Create order By targeting marketing stimuli etc to these age groups, Apple can make the most of their competitive advantage and be able to position the product as a high priced high quality product Table of Contents Executive SummaryPage 1 Introduction/OverviewPage 3 Industry DefinitionPage 4 Competitor OverviewPage 5 -Macro Environmental AnalysisPage 6 †¢ Political/legalPage 6 †¢ EconomicalPage 7 †¢ Socio – CulturalPage 7 †¢ TechnologicalPage 8 Consumer Behaviour AnalysisPage 8 Further Marketing Research RequiredPage 9 Market Segmentation Page 10 Justification for choice of segmentation base Page 11 Profile of Segments Page 11 Target Market Choice and Justification Page 12 Proposed Positioning Strategy Page 13 References Page 15 Introduction/Overview The purpose of the following Preliminary Marketing Report is upon being commissioned by Apple, to provide the company with a report in relation to its new product, the iPad. The report will look at conducting an initial analysis of the Australian market in which the iPad is planned to being launched into. Recommendations that are to be made in this report will allow for Apple to decide whether it is appropriate to launch at the moment or whether further research is required, prior to expanding into this market. The report will discuss the marketing environment, target audience, positioning, consumption habits of the Australian public and the longer term viability and adoption rates of this new item. In addition to that mentioned previously, there will be an overview of the industry undertaken, analysis of the current market situation i. e. environment and consumer behavior nalysis and also identification of a segment of the market that Apple should be aiming at targeting along with a recommendation for its positioning strategy. Industry Definition With technology booming faster than ever, it is getting hard to keep up with the rather rapid advancements in this field. Nowadays more people than ever, own some form of personal computing and with ever changing lifestyles, the average pers on is always in the need for something that is adaptable, flexible and complements their way of life without holding them back. As a result of this, portable devices have now seen a boom in the market over the past few years to meet consumer needs. â€Å"Demand for laptop or notebook computers experienced considerable growth between 1999 and 2004. Once regarded as a luxury item only purchased by traveling business people, laptops have become a frequent household item†(IBIS 2010). The iPads falls under this bracket of portable devices with alternative options to it being that of the tablet pc, laptops and smart phones. The iPad effectively contains all that is found in a laptop however with its touch screen keyboard, allows for the iPad to be much more portable due to its slim and lightweight nature in comparison to the average laptop. The iPad allows for consumers to read e-books which are being regarded as the most important transformation within the book industry since the introduction of publication houses (IBIS 2010). Added to all of this, the iPad runs almost 150,000 applications which were made for iPods and iPhones. (IBIS 2010) Competitor Overview To aid in a successful launch of the iPad, it is necessary that analysis is done of the iPad’s competitors. By doing so it will help identify and utilise any strengths and weaknesses of the competitors. The competition can be divided into two categories; direct and indirect competitors. Direct competitors can be regards as those which compete in the same product category and offer identical or near identical products or services, whereas on the other hand indirect competitors would be classified as those that offer similar but not identical products or services. As the competitor overview will only be focused on analyzing the Australian market, it has been established that there are a number of products which could be considered as direct competitors. However for the purpose of the report, only three major direct competitors will be mentioned. These are as follows: †¢ Hewlett Packard’s Slate †¢ Amazon’s Kindle †¢ Asus’s Eee Tablet Apple has always placed a major emphasis on the marketing and the brand awareness of its products. It has prized itself on its glamorous advertising campaigns which include presentations by the CEO and various other channels of marketing. This presents both the direct and indirect competitors with a challenge in marketing their products over the iPad. This also provides Apple with a competitive advantage over the other competitors as their products and services are well established. This will enhance the buyer decision making process and will put Apple in a dominant spot in the market. The main indirect competitors for Apple iPad are desktop computers, MP3 players and smart phones. These products are offering similar features to what the iPad is offering. The iPad’s advantage over these products is that they offer several different features in one product. So converging all the new technology into one product is the route apple is seeking. It’s making life easier for their consumers by being able to conduct many applications in the one product. On the other hand it could be perceived as a strength for the indirect competitors who only specialize in certain products and services. P Dixon, 2010 states â€Å"convergence can be boring, destroys variety, breeds monopoly, kills invention, adds unwanted options, makes life more complicated and robs consumers of choice†. Macro Environmental Analysis It is crucial for a macro environmental analysis of the situation is undertaken as it will help Apple respond to any opportunities and minimize the impact of possible threats. There are unlimited amounts of macro environmental factors that could be imposed onto Apple, however it is crucial to prioritise and carefully monitor those factors that are important to Apple. Analysis could be undertaken by looking at demographical factors, economic factors, natural factors, technological factors, political factors, cultural factors and social factors. Political/legal Apple needs to abide by the Australian Fair Trading acts to successfully release and continue to sell the iPad in Australia. Trading regulations and tariffs is something they need to consider before commencing business in Australia. Another issue they need to consider is the pricing regulations to provide everyday Australians the chance to purchase the product. Economical There are 2 main factors affecting the release of the iPad, which are the unemployment rate and the other being the disposable income. According to Australian Bureau of Statistics the unemployment rate stands at 5. 2%. Australia experienced significant real income growth during the past decade. Between 1997-98 and 2007-08, real net national disposable income per person grew by 2. 8% a year on average, appreciably faster than during the preceding 20-year period (ABS 2010). [pic] Figure 1: ABS Net Disposable Income June 2010 This indicates that an average Australian will have enough disposable income to invest in materials for interest being potential customers to Apple. Socio-Cultural Education is a major factor affecting the Australia’s acceptance of the Apple iPad. The people need to have sound literacy and education rates to be aware of new upcoming technology. ABS, June 2010 states Approximately 96% (2. 6 million) of people aged 15-64 years who were enrolled in a course of study were enrolled in a course for a qualification (Table 1). The proportion of people aged 15-64 years who were enrolled in a course for a qualification increased from 17% in 2001 to 18% in 2009. The indication of a well-educated country only shows signs of a new product being accepted rather than rejected. Apple also needs to consider the attitudes people have towards accepting latest technology. Luckily Australia is one country, which encourages a culture where new technology is accepted and widely used. SME’s use new technology is enhancing their workplace making working easier. Technological Technology affects the iPad immensely as it is used in every aspect to advertise and promote the new product. Apple takes pride in using high quality and to the point advertising to create brand and product awareness. The growing trend of consumers using the Internet and television to find out about new products is a perfect reason for Apple to invest in technological advertising putting themselves on the net, TV, Radio and most importantly hand held devices Consumer Behaviour Analysis To be able to perform an effective consumer behavior analysis, the consumer market and the buying behaviour must first be defined. Consumer market can be defined as â€Å"all the individuals and households who buy or acquire goods and services for personal consumption† and consumer buying behaviour can be defined as â€Å"the buying behaviour of final consumers, individuals and households who buy goods and services for personal consumption† (Kotler et al. 2009). By undertaking this analysis it is possible to understand more about what consumers like to buy, who buys these items, how they go about buying these items, when they buy these items, where they buy these items and the most important query to address is why they buy these items. |Stage |Explanation |Internal Influence |External Influence |Strategic Implications | |Need Recognition | | | | | |Information Search | | | | |Evaluation of | | | | | |Alternatives | | | | | |Purchase | | | | | |Post Purchase Behaviour | | | | | Further Marketing Research Required For Apple to be able to market the iPad and provide its consumers with a remarkable product, superior value and customer satisfaction, they must do research and develop strategic plans by obtaining information in relation to their customers, the macro and micro environment and government regulations (Lancaster 2010). Marketing research can be defined as â€Å"the function that links consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process† (Kotler et al. 2009). To start the research process, the problem must be defined and from here a research plan must be developed. This is one of the most challenging parts to the research process and Apple can start by gathering both primary and secondary data (Polaris 2009). Primary data can be split into qualitative and quantitative data. Qualitative data can take the form or conducting focus group sessions on behalf of Apple or in-depth interviews. By doing this it is possible for Apple to get a broader understanding, based on the questions asked, to find out more about the consumers wants, needs and personal opinions in regards to decision making. Here questions can be tailored and modified as the interviews and sessions are conducted with regards to the responses the general public or particular individuals provide. Quantitative data can take in the form of conducting surveys or sending out mailed or electronics surveys for the public to perform. In this, questions make be asked of the person completing the survey about the personal preferences in relation to portable devices, their lifestyle habits, what they perceive to be important to them and from this further insight can be obtained into appealing to the consumer. In addition to the above, secondary data can also be utilized. This can take the form of internal and external secondary research. Internal research data can be that of sales revenues, customer demographics, purchase patterns and other information that has been collected for other purposes by Apple but can be applied to the iPad (Polaris 2009). External research data can be that of financial performance data, expert opinions and analysis, competitive intelligence firms and corporate executive interview just to name a few which can be sourced from industry reports, newspapers and government publications which are only a few (Polaris 2009). Lastly Apple will need to implement the research plan by putting the various plans into action which involves collecting, processing and analysing the information. Data collection can be carried out by the market research staff or by an outside agency. This stage of data collection can prove to be quite expensive and most prone to error. Here the collected data can be processed by machine reading or checked and coded manually for computer analysis. (Lancaster 2010) Market Segmentation Market segmentation is the process which groups or links individuals according to similarities in needs, wants, characteristics or behavior (Lancaster 2010). A market segment can be defined as being a group of people who share some similarities and who will be likely to respond in a similar way to a given offer. Apple has to come to the understanding that they will not be able to win over everyone with the iPad and will need to make use of market segmentation to tailor their marketing programs to the needs and ants of a narrowly defined geographic, demographic, psychographic or behavioural segments (Lancaster 2010). By doing this, Apple will benefit by being able to improve allocation of marketing resources, identify opportunities for new product development and help design effective marketing programs (Lancaster 2010). Justification for choice of segmentation base For the iPad the base that has been selected for segmentation is demographics. Under this segment there are a number of things to consider such as age, gender, family size, family life cycle, income, occupation, education, race, nationality and religion. Demographics will allow for an effective segmentation as it allows for measurable, accessible, substantial and actionable data (Lancaster 2010). Understanding the demographics would be best suited to the iPad, as it has more subcategories that would benefit the marketing of the iPad if focused on such as age, income and occupation. This segment base will also allow for easier and more relevant understanding in regards to consumers as demographics entails factors which can be closed related to the iPad products. By this it is possible to target the appropriate factors through these factors such as age and gender by observing what age groups are likely to use the product or which age category is more flexing in adapting to changes in technology or to even evaluate who would be more interested in these sorts of products. It allows for a better explanation of the factors behind wanting to purchase an iPad. Profile of Segment |SEGMENT |BUILD A PROFILE | |Age Group |Usage Rate |Lifestyle |Attitude to product | |6-17 |Medium Users |Highly active |Seeking Fun | |18-35 |Heavy User |Highly social and active at work|Seeking Fashionable, Fun and | | | |Practical | |36+ |Light – Medium Users |Highly active at work and |Seeking Practical | | | |Moderately social | | Target market choice and justification After evaluation of the above segments, it has been decided to primarily target the iPad at the 18-35 year old generation. This age group is particularly open-minded in regards to technology and considered to be ‘tech savvy’. The group includes those who are considered to be students ranging through to the corporate professionals. They are well informed with advancements in technology and always competing with their peers to be at the frontline in relation to these portable devices. The Apple brand has also become a fashion statement in comparison to the product itself. The image perception behind owning Apple products outweighs the functionality of the product itself in some instances. For this age bracket, self conscious attitudes and behaviour are quite influential in the decisions these consumers make in relation to technological products and Apple would benefit in marketing the product in a way that would create an image within the consumer that the iPad is an accessory, more than an electronic product. The secondary target will be the six to seventeen year old generation. It is not a prominent market as the primary target however it is definitely a rapidly emerging target. Children and teenagers nowadays are constantly being exposed to these portable devices to aid their learning slope and other forms of entertainment. The days of learning the basics from books and physical toys are becoming a distant memory with more and more companies aiming electronics learning aids at children for the more interactive experience. With many consumers in this age group quite easily influenced by marketing material seen on the television, or peers having purchased similar items, consumers in this bracket more often then ever are convincing their parents and elders to purchase these items as it becomes a must have possession to them. |PRIMARY TARGET AUDIENCE |SECONDARY TARGET AUDIENCE | |AGE SEGMENT |18-35 yr old |6-17 yr old | |Size of Market |Large |Medium | |Brand Awareness |High |Medium | |Price Sensitivity |High |Medium | Proposed Positioning Strategy Apple needs to create an identity in the target market’s minds, which will enable to see where apple stands compared to the alternatives. Apple should categorize them in the high quality range and set their prices high due to the quality and amount of feat ures they offer. The consumer’s should see the iPad as a worthy product and be willing to pay the high price, as it’s an all in one product. The consumers need to see the significance of converging of all the latest technology in one product. The perception of being high priced means high quality that’s what Apple is trying to achieve. References †¢ Australian Bureau of Statistics 2010, ‘6523. 0 – Household Income and Income distribution, Australia, 2010’ ABS, viewed on 20th July 2010 †¢ Denning, D 2010, ‘Australia has highest household debt to disposable income ratio in world’, The Daily Reckoning, viewed on 21st July 2010 †¢ Dixon P 2010, ‘Technology Innovation: Future Trends’, Global Change, viewed on 22nd July 2010 †¢ IBISWORLD 2010, ‘G5236 – Computer and Software Retailing in Australia’, IBIS, viewed on 22nd July 2010 †¢ Kotler, P, Adam, S, Denize, S, Armstrong, G 2009, ‘ Principles of Marketing – Fourth Edition’, Pearson Education, NSW 2008 Lancaster ,N 2010, ‘HBN110N – Fundamentals of Marketing – Lecture Five: The MIS and Marketing Research’, Swinburne University of Techn ology, Blackboard, 30 June, viewed on 18th July 2010 †¢ Lancaster ,N 2010, ‘HBN110N – Fundamentals of Marketing – Lecture Six: Market Segmentation, Targeting and Positioning’, Swinburne University of Technology, Blackboard, 5 July, viewed on 18th July 2010 †¢ Net MBA 2010, ‘Pest Analysis’, Net MBA, viewed on 21st July 2010 †¢ Polaris 2009, ‘Understanding the six steps in marketing research’, Polaris Marketing Research, viewed on 22nd July 2010 High Quality Portable Devices iPad Tablets Laptops Portable Devices Computer Computing Home Appliances Entertainment High Price Low Price Low Quality †¢ Kindle †¢ Asus Eee pad †¢ HP Slate †¢ iPad Consumer Electronic Goods

Little House Of The Big Woods By Laura Ingalls Wilder

Little House in the Big Woods by Laura Ingalls Wilder is a historical fiction book because although much of what the author writes about are memories of her childhood while growing up in the Big Woods of Wisconsin some of the stories and characters were added or embellished. This story tells of Laura Ingalls and her family and how life was for them in the Big Woods in the early 1870s. Survival was not always easy for them but life was rewarding. For the Ingalls, survival meant growing and harvesting their own crops, raising their own cows and chickens for eggs, milk and butter, Pa hunted all summer and stored away enough food for the harsh winters and almost everything the Ingalls wanted or needed they had to get and make themselves. At†¦show more content†¦A woman named Sarah from Maine answers Jacob’s ad and comes out to visit and see if things would work between the two of them. The children, Anna and Caleb are very excited to have a woman around again, but Sar ah misses the ocean and the beauty of Maine. Sarah and Jacob make a connection but the children worry their dad and themselves are not enough to keep Sarah with them. Ultimately the hardship and ruggedness of farm life don’t matter to Sarah because she has grown to love the Witting family and decides to marry Jacob and stay forever. Anne of Green Gables by Lucy Maud Montgomery is a historical fiction book because it is set in the 1880s on Prince Edward Island after Matthew and Marilla, an elderly brother and sister adopt a boy to help around the farm but instead get Anne. Anne is a spunky 11 year old who is not afraid to speak her mind. Matthew and Anne connect and he decides he wants to keep her even though she is a girl. Anne doesn’t act proper like most young girls of her time but goes on adventures and gets in a fair amount of mischief. She gains the attention of a boy named Gilbert but she is not a fan of him after he calls her carrots because of her red hair. Eventually Anne warms up to Gilbert and even starts to have feelings for him. Anne is very smart and at 15 she decides she wants to be a teacher. She earns her teaching license in only one year instead of usual two years and is offered a scholarship

Blood Donations Essay Example For Students

Blood Donations Essay Do you have any idea what happens every December than can leave any one of us in a life or death situation? We have a severe blood shortage every holiday season. The gift of blood is like the gift of life.The National Blood Data Resource Center states that during the holidays demands for blood are at a critically high levels due to donations declining and holiday accidents increasing. Nearly all blood used for transfusions in the United States is drawn from volunteer donors. Less than five percent of healthy Americans that are eligible to donate actually give blood. What is holding us back? Why arent we giving? Are we afraid of needles? I dont think so. How many of us have some form of body piercing? The procedure may be a little different but the pain is the same. Is it the fear of the sight of blood? Some of the most popular movies are filled with blood and gore. Nothing holds any of us back from watching them. Our biggest fear is the fear of the unknown. Giving blood is a simple procedure. It is a matter of answering a series of questions to determine that your blood is safe for you to give. Next you lay down on a table to have your vital signs taken and a needle is inserted in your forearm. It takes about thirty minutes for blood to flow from your veins to a collection bag. After this procedure you are rewarded with cookies and juice. It is as simple as that. I challenge each of you to go out and find out about what a difference you can make by saving a life. Sources:1.National Blood Data Resource Center2.American Red Cross3.New York Blood Center

Observe Organizational Behavior Firsthand

Question: Give a brief discussion on organization behavior. Answer: The organization behavior is influenced by plethora of dimensions such as organizational culture, organizational structure, team spirit, organizational change, communication, diversity, power, leadership, motivation (Gordon, 1991) etc. It is quite essential to get into the organization and closely monitor the processes so as to have an insight into the domains of organizational behavior. The organization selected for the purpose of critical analysis is a supermarket and retail outlet having plethora of products for sale. The supermarket is present in the residential cluster providing buying facilities to the consumers of the region. The supermarket is fully equipped with various products to offer and is composed of highly trained staff at different levels of management and customer service. I got into the organization of this retail store as an intern to refine my skills of management and got a chance to closely observe the sales representatives and all the functions handled at the s upermarket. As an intern, my role was to observe the customer support representatives and give an honest review of the employees in the form of a written report and analysis sheet given to me by the top management of the supermarket. Other roles included helping the sales representatives to set up the supermarket according to the code of display and provide help services to them as and when required. It would help me to have deep insights into the operations and strategies adopted by the management team organized in a hierarchy and would help me to acquire high level of management skills and principles. I got well into the organization when I talked with the higher management to allow me to observe the processes and the operations going on in the organization in return I would be able to give honest and in depth reports for the employees of the organization and would help them in the in store tasks. This was quite a new experience for me in the contemporary times as I never had a job experience and this internship taught me a lot about the inherent secrets of a retail store or a supermarket and all the marketing strategies deployed by the top management to attract and allure the customers towards their brand. It was an altogether enthralling and exciting experience which helped me to learn many new skills and gain a command over in depth practical knowledge about management of a supermarket. The activity in which I got engaged was a routine activity of the supermarket for customer service and retail marketing. Therefore, the action under analysis is a routine action of the organizat ion for which I helped the entire team and provided them with reviews at the end of my internship period. Action Component and Analysis Two of the main determinants of organization behavior are organizational culture and the team management under the supervision of efficient leadership. Organizational culture is the system of shred meaning involving shared value system and belief system. This set of values and rituals act as an adhesive to glue the members of the organization together. The core values that form the framework of the organizational culture of this supermarket are respect towards the individuals, integrity in action, service for the customers and excellence in the strategic management (Jones, 2010). The associates of the customer service department are motivated to serve the customers being the topmost priority of the company. The value system of the company is held high by the means of open communication and ways to share information. The foundation of the supermarket is based over integrity which is fueled by honesty, fairness and objectivity to make decisions. The company strives for excellence by innovating and improving with positive modeling and by working in a team. The management believes that the organizational culture initiates from the top l evel of the company and then permeates down to other employees. The employees of the supermarket have a particular code of conduct which is taught to them in the period of their training. They have a unique uniform which have a quote saying, How May I Help You?. This quote opens up doors of interaction between the customers and the representatives of the supermarket team when they will be humble and generous in their approach (Casey, 1999). The culture of the company is upheld with plethora of benefits given to the employees in return of their hard work and commitment. They are provided with competitive pay, healthcare facilities, retirement plans, and promotions to make them feel as a part of the whole big family of the retail store. The hard work of the employees are rewarded to make a strong work culture of the team. The culture of the supermarket is characterized customer orientation and giving best of the value at some lowest prices. Employee is projected to be an image of a so cially responsible entity serving the company. The employees are tracing the roots of the organizational culture and are formulating them in coherence with the growth and success of the company. The culture of the supermarket is quite interactive and innovative. There have been use of latest trends and technologies in the campus of the supermarket which forms a part of the contemporary culture of the retail store. The corporate culture of the supermarket is very well refined and as per the norms of this industry. The employees are quite humble and when anyone says Thank you in return of their favor and service, the customer support representatives say Its my pleasure in return (Ogbonna, 1988). This culture is imbibed in the behavior of the employees and it presents a form of politeness and regard. The culture of the company is sustained by regular intervention from the top management in the form of discussions and value enrichment of the employees. It was a long time back when the company and the top management realized that the rule based culture of the company was no longer able to cope with the agility of the world demanding a higher pace of globalization and technological development and hence the culture had to be made flexible and value based to win over the trust of the employees and make them understand the value delivered by the company. The company lays a higher amount of stress over the values that are required in the sustainable environment with thorough training given over the performance with purpose (Russell, 1985). The culture of the company is more than just ethical culture rather it is a conglomerate of all the belief systems of the company, the rituals followed at plethora of events strengthening the bond of the employees, the values imbibed followed by the entire management team, the stories that are disseminated by the management in regular meetings of the staff and the symbols in variety of forms. The symbols used in the supermarket to uphold the culture of the staff are the uniform of the customer service representatives that follows a serviceable message, the posters on the walls guiding the customers to correct stalls, the employee of the month displayed over bulletin board in the entrance to motivate the employees, the badges worn by some highly efficient employees and other forms. The success stories are discussed by the team in every informal meeting where the top management narrates their experience and inspires the team. The values of the company totally restricts an inflexible and harsh culture of blind obedience and therefore, there is no top down hierarchical strict culture rather a democratic culture where everyone participates in the decision making to give their valuable suggestions to improve the marketing content and the customer service facilities. Management of the entire team is a challenging task for the leader and which in turn has an effect over the organ izational behavior. The leaders of the supermarket forming a large share of the top management like to be surrounded by the right kind of people having big and widespread domain of ideas and are not afraid to take any kind of risks to implement those ideas (Boye, 1997). The supermarket have developed a leadership training program for the managers and employees in other management roles. This training includes real world based simulation techniques to be able to train the team to coherently bind with each other and work with each other under the supervision of the leader. The leaders are responsible for motivating the employees for every kind of task such as stock replenishment, online shopping aid, administrating services, customer service, food safety and sales driving. The department managers have glued and integrated the teams in one single unit for an effective and efficient job. Management must play a brilliant role to determine the capability of the individuals and to leverage it efficiently in the field of operational approach. The team management is done in the front line to make the employees learn by the means of experience. The team is divided into various roles but each of the role in integrated into one single functional unit. The team leader, administration roles, online shopping, counter assistance, customer service assistance, warehouse assistance, merchandizing control, online customer service assistance, general assistance and other roles are coherently tied up to each other to form a comprehensive team of support. Hence, the leadership of this store and supermarket is handled efficiently and flexibly. As per the observation it can be noticed that the supermarket has strengths of having a great flexible and friendly culture which is upheld by various determinants of culture. The leadership and the formation of the team of the organization is very well in coherence with the trends of the retail market. The employees are inspired to get themselves aligned around the core mission of the company. This democratic and participative culture of the company have given birth to the culture of innovation wherein the supermarket have adopted various innovative strategies to attract the customers in a sustainable environment (Damanpour, 1991). Some of recommendations that can be considered by the team in order to attract the customers and form a huge base of loyal customers are use of tablets installed in the campus wherein the customer can give their feedback, look for discounts, find the location of a particular product in the supermarket; technical improvements in payment system by the means of optical scanning machines; use of membership cards to give away points and discounts on the same and other related innovations made for the support services of the customers. The supermarket need to orient their strategies towards inclusion of diversity in the work group to invite innovation in their operations and strategies. Otherwise, the whole internship period was refined by extraordinary skills represented by the management team and a willingness to share values and beliefs. References Gordon, G. G. (1991). Industry determinants of organizational culture.Academy of Management Review,16(2), 396-415. Jones, G. R. (2010).Organizational theory, design, and change. Pearson. Casey, C. (1999). " Come, join our family": Discipline and integration in corporate organizational culture.Human relations,52(1), 155-178. Russell, J. S., Terborg, J. R., Powers, M. L. (1985). Organizational performance and organizational level training and support.Personnel psychology,38(4), 849-863. Boye, M. W., Jones, J. W. (1997). Organizational culture and employee counterproductivity.Antisocial behavior in organizations, 172-184. Ogbonna, E., Wilkinson, B. (1988). Corporate strategy and corporate culture: the management of change in the UK supermarket industry.Personnel Review,17(6), 10-14. Damanpour, F. (1991). Organizational innovation: A meta-analysis of effects of determinants and moderators.Academy of management journal,34(3), 555-590.

Party Tourism; the Effects of a Drug Sub-Culture in Ibiza Essay Example

Party Tourism; the Effects of a Drug Sub-Culture in Ibiza Paper The following report examines the impact of party tourism in Ibiza, Spain. Ibiza has been widely regarded as the best spot for party tourism in the world and the amount of tourists visiting the destination for the sole purpose of partying replicates this trend. However, this type of tourism is not ideal and the pressure it creates on a small destination is quite extensive. The report gives insight into the amount of drugs taken by individuals, with the findings indicating the majority of visitors who use back home increase their amount when holidaying in Ibiza. For those who do not use at home, 16 per cent experimented for the first time while in Ibiza. Details are also given into the usage patterns of casual labour working in Ibiza over the summer period. The report shows the impact drugs have on a destination and in particular Ibiza, where increase in crime has become a major issue with gangs fighting for the drug trade. Moreover, a description for the potential damage this tourism market has on a destination’s image is reported, with most other forms of tourists beginning to relocate elsewhere. A comparison with an Australian Capital City is entailed. The results show similar drug usage, however Melbourne has more government support for strategies combating the use of illicit drugs in nightclubs. Finally, some recommendations of potential strategies to minimise drug consumption in Ibiza are discussed at the conclusion of the paper. Introduction 90 kilometres off the coast of Spain lays the island of Ibiza, home to 2. 6 million visitors per annum (Botsford, 2001). We will write a custom essay sample on Party Tourism; the Effects of a Drug Sub-Culture in Ibiza specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Party Tourism; the Effects of a Drug Sub-Culture in Ibiza specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Party Tourism; the Effects of a Drug Sub-Culture in Ibiza specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The figure may not seem immense, although considering Spain recorded an annual visitation number of 53. million in 2006 (UNWTO, 2007), and up to date tourist numbers in Ibiza would to represent a high increase in tourism arrivals, it is a large number in relation to the tourism market Ibiza attracts. Previously known for a culture of laid back attitudes and a hippie orientated life style, Ibiza soon started to attract tourism growth with the increase of music events and nightclub developments from owners already established in the United Kingdom (Horner, Swarbrooke, 2004: 230). Over the course of four decades stretching from the 70’s, Ibiza’s tourist market began to alter. The easy going lifestyle and relaxed atmosphere started to disperse, instead changing into a destination of constant late night partying and drug influenced tourists. â€Å"Ibiza has become synonymous over the past two decades with the drug-infested clubbing, or raving, subculture. Every summer, young tourists visit the destination and escape into drugs, alcohol, non-stop dancing and anonymous sexâ€Å" states (Harman, 2002). (Curley, 2007) reinforces this comment, although suggests that the drug culture has been symbolic for decades, â€Å"since late 1960’s drugs have been a factor in attracting tourists to Ibiza†. The increasing demand for party tourism in Ibiza has seen an increase in the amount of drugs available in nightclubs and party spots in Ibiza. (Chesshyre, 2001) supports this matter by stating, â€Å"Drugs, if you want them, are freely available in Ibiza. I was approached countless times during my visit. † Instances like these would be considered remarkable if, for instance, were reported from Venice or Hawaii, but it would appear now that this drug sub-culture that rules Ibiza has affected the island on many levels. However, there is the perception that Ibiza has become dependant on party tourism for economic growth and for the summer months when the party tourists are there, Ibiza residents like Pablo Vincente resent the clubbers, but benefit from the tourism money they bring in. â€Å"We complain, but we need them† (Harman, 2002). For the party tourist, why would you go anywhere else to experience the nightlife? This is the destination that charges 12 euros for a standard alcoholic beverage, but yet the cost of a pill that keeps you going for hours cost 5 (Govan, 2007). The question to be addressed however is what damage is this tourism market having on Ibiza’s destination image and local residents? Drug use patterns in Ibiza A key factor in the increasing use of recreational drugs is their association with nightclubs and dance music (Forsyth, Barnard McKeganey, 1997). The modern phenomenon of clubbing (late-night dancing, often in combination with drug use) was imported, largely from Ibiza, by individuals holidaying abroad and then returning to recreate the combination of modern dance music and ecstasy use in their country of resident (Garret, 1998, p. 29). The figures below show the increases in drug use and sexual activity in Ibiza by first time users and the increase in drug taking for those who use at home and then when visiting Ibiza. Tourist Tourists who use recreational drugs in their home of origin have a propensity to increase their levels of substance use when in Ibiza. (Bellis, Hale, Bennett, Chaudry Kilfoyle, 2001) undertook a study to compare drug use among UK residents to that of their use in Ibiza. The key findings of the report found that 12 per cent of 16 to 29 year olds in the UK general population have used recreational drugs at some time, however in Ibiza 51. per cent of young visitors use illegal drugs on holiday. Of the major party drugs, 43. 1 per cent of tourists use ecstasy, 37. 5 per cent use cannabis and 24. 6 per cent use cocaine. For first time users â€Å"an increasing number of young British holidaymakers begin experimenting with illicit drugs at top clubbing resorts† (Bjortomt, 2003). The same author reports that those taking ecstasy in Ibiza for the first time has risen 16% from 1999 to 2002. 17. 4 and 33. 1 per 1000 people were introduced to cocaine and ecstasy use, respectively in Ibiza. For those tourists who constantly use recreational drugs at their place of origin, (Hughes, et. l, 2004) identifies that for ecstasy, 2. 9% of users in the UK who used the drug 5 or more times a week rose to 42. 6% whilst holidaying in Ibiza. Seasonal Employee Those people who travel to Ibiza for seasonal work in holiday resorts, nightclubs or bars (Hughes, Bellis Chaudry, 2004) conducted a survey to identify the level of drug use among casual labour in Ibiza, compared to that of visitors from the UK. As the research determines, those participating in casual labour are more likely to use illicit drugs when working in Ibiza than when working in the UK. Furthermore, casual labour used different types of drugs more frequent but used drugs on average two days a week, less frequent than recreational tourists in Ibiza. Sexual activity patterns in Ibiza Tourist Major concern for the island and home origin of the tourist is the amount of sexual activity that is evident in Ibiza. (Bellis, Hale, Bennett, Chaudry Kilfoyle, 2001) identify that 53. 8 per cent of tourists to Ibiza had sexual intercourse during their stay, with 26. 2 per cent not using protection and 23. 2 per cent having more than one sexual partner. These figures indicate a major problem for the spread of sexually transmitted infections in both Ibiza, with multiple partners being used without protection, and then the transference of these diseases to the home destination. Seasonal Employee For casual labour on the island, (Hughes Bellis, 2006) identify that 80. 5 per cent of casual labour in Ibiza had sexual intercourse with 65. 5 per cent having unprotected sex. The mix of drugs and sex among tourists and casual labour has become a risk for the sexual health of individuals and a potential conduit for the international spread of sexually transmitted infections. Destination Ibiza as a sense of ‘freedom’ The increase in drug taking and sexual activity can be described by (Dann, 2007) who developed a paper titled ‘Tourist Behaviour As Controlled Freedom’ with the purpose of identifying the correlation between a tourists perception of appropriate behaviour when on holiday to that of when they are in their home of origin. The paper suggests tourists assume the perception that the home environment portrays a lack of freedom to the individual through the idealisation of government laws and the sense that their lives are somewhat controlled by the notion of what is right and what is wrong. For the individual looking for a tourism experience, the event of taking a holiday can create a temporary respite from social incarceration – the pressures of a normal existence. Dann’s model in contrast with Ibiza is best described by (Bjortomt, 2003) as, â€Å"once abroad in Ibiza, the sense of freedom and atmosphere of excess means that some individuals who have never used drugs experiment. † It emphasises the argument from Dann that the individual gets empowered by the thought of ‘no boundaries’ whilst on holiday. With Spain playing host to 58. 5 million tourists in 2006 (UNWTO, 2007), and most of them looking for the escape of sun and sand, it’s a probable thought that the individual who visits Ibiza is looking to challenge the system that restricts them on a daily basis in their home environment. Influence of drugs in Ibiza The Tourism Market Once thought of as a hot-spot for lucrative market tourists, the new breed of tourism that Ibiza now attracts rivals most world destinations in terms of returning visitors (Nash, 2008). This new tourism market is known as party tourism. (Horner Swarbrook, 2004: 236) define party tourists as â€Å"tourists travelling to a destination with the purpose of experiencing the nightlife of a destination†¦consisting of dancing, consuming alcohol and as this report indicates, participating in drug related activities. The scope of party tourists that enter Ibiza is from a large population. (Gardiner, 2007) states that, â€Å"Ibiza attracts party people of every age and demographic. However, (Hughes, 2004) reports that 250 000 Britain’s aged between 18 and 30 travel there each year, suggesting that they are the main scope of the tourism market. A Drug Based Economy Just before the start of the 2007 clubbing season, three of Ibiza’s major nightclubs were closed down by police in what they described as â€Å"a preventative measure to make these clubs deal with the issue of drug dealing and consumption of patrons inside the venues† (Botsford, 2001). The closure lasted one month. The statement is an example of how much the Ibiza economy relies on tourists to support it. If local law enforcement agencies cannot implement a strategy long enough for it to have effect, as lost economic income is too great, then implementing any strategies that targets nightclubs will not be effective. Property Value The drug culture impacts highly on property owners in Ibiza. The seasonality of tourists entering Ibiza chasing the warm beach weather has implications on owners who rely on party tourists to rent their properties for various lengths of stay. (McDonald, 2007) reports that the hot, hedonistic summer period is when owners of rental properties will make most, if not all of their money. (Warncke, 2007) reports that when three of the islands major nightclubs, DC-10, Bora Bora and the world-famous Amnesia were closed in early 2007, it had a damaging effect on the tourism industry on the island. â€Å"News of the closures led to people cancelling their trips to the island,† stated (McDonald, 2007). Reliance on tourists for business income and employment For the summer periods in Ibiza, locals rely on the vast number of tourists entering the island to generate a majority of their income. Furthermore, the party tourism market that comes seasonally generates a large number of jobs for locals and working tourists (Hughes Bellis, 2006). Strategies by police and tourism officials with the purpose of restricting party tourism would damage the direct spending of visitors through fewer arrivals, therefore economic income for local businesses and employment opportunities would decrease. Suppliers of illegal drugs High concern for the Ibiza Tourism Commission has to be the amount of illegal drug supply that is easily available to those who want it (Chesshyre, 2001). The majority of supply is coming from the UK through rival drug dealers –one from Liverpool, the other a mixture of people from Newcastle and Morocco (Counzens, 2006). The article proposes that expat gangs have traditionally moved their operations to feed the summer demand for ecstasy and cocaine in Ibiza’s nightlife scene. The introduction of rival suppliers has had devastating impacts in Ibiza. (Townsend, 2006) reports that a spate of contract killings, some of Britain’s most wanted criminals and an illegal drug trade that links San Antonio to drug syndicates in most major UK cities are evident in Ibiza. In the same article, it is revealed that, â€Å"police believe hundreds of kilos of cocaine and hundreds of thousands of ecstasy tablets have been successfully dispatched to the 12-mile strip of sand and rock in the Mediterranean. † The supply of illegal drugs into Ibiza is an issue that needs to be addressed by governments in Ibiza and the UK. It is evident that the main supply comes from the UK, therefore the UK government has a duty to stop the illegal supply of drugs exiting their country and as shown, infecting another. Ibiza doesn’t have the resources to stop the supply of hard drugs entering their country, and assistance is required from the UK. Nightclubs and Police Involvement It is unclear whether nightclub owners and their employees and local law enforcement and are involved in the facilitation of drug dealing within the clubs however (Chesshyre, 2001) suggests that the island has tactically accepted drug dealing, and that police have effectively turned a blind eye to the problem for fear of destroying a lucrative tourist industry that attracts thousands of visitors each summer. Moreover, when asking a nightclub owner what would happen if police were to crack down on drugs in clubs, he noted, â€Å"I think most of the clubs would go under – and that just won’t happen†¦drug culture is one of the most important parts of clubs. † Consequence of a party culture Destination Image Ibiza first attracted the attention of artists, models, movie stars and musicians in the 60s and 70s. It was then the hippie clique descended on the island to practice yoga or to enjoy all-night parties and philosophical conversations around bonfires on the beach. The island had the image of a place to relax, somewhere to lose oneself in the tranquillity of sand and sun. Fast forward to the 80s and Ibizas hippie attraction was starting to fade. By then the island had begun to carve out a reputation as the place to go if you wanted the best nightclub experience that Europe perhaps even the world had to offer (NW, 2007). The shift in destination image also changed the tourism market. Tourists are now looking for the all night dance experience that floods the streets of Ibiza. Josefa Mari, head of Ibiza’s tourism and economic department, states that â€Å"the clubbing scene forms only a tiny part of what the island offers, but it’s what defines us internationally, and it’s damaged our image† (Nash, 2008). Ibiza is not alone in terms of the destination image being revolved around all night partying. Miami, South Florida, is also world renowned for tourists looking for the party experience whilst soaking up the sun on the beach during the day (McClure, 2008). However, Ibiza’s differentiation strategy, whether they want it or not, is dangerous. Ibiza is directly linked to the notion that a drug-culture is embedded in the tourism experience, as (Chesshyre, 2001) notes â€Å"drugs, if you want them, are freely available in Ibiza. † (Nash, 2008) suggests Ibiza’s tourism and economic department are trying to push the focus of Ibiza tourism to more nature-based experiences, with the hard partying scene being scaled down and in some cities, phased out. It would appear though, through the lack-lustre effort to control the party scene for the past decade, significant damage to Ibiza’s destination image has been done. Crime The impact of crime increase in Ibiza has damaged the belief of safety that an individual demands when participating in tourism (Weaver Lawton, 2006: 104). The rivalry between gangs competing for drug market-share has spilled out into the streets, affecting the safety of tourists visiting Ibiza. (Couzens, 2006) reports that a â€Å"shocking street gunfight between rival British gangs erupted with an 18 year old man touring the island shot in the face, spending a week in the hospital and another man being hit in the chest. Neither of the two had affiliations with the gangs. Other reports of crime rise come from (Fuchs, 2006) who reported that a group of tourists staying in a high-rise apartment were broken into twice in one week, having their belongings stolen on both accounts. (Marinos, 2004) identifies that Spain has one of the highest rates of drug related rapes in the world, with 244 rape victims reported in 2002. Crime experiences like these affect Ibiza in two ways. Firstly, there is an element of cocooning among tourists when they enter a resort on the island. They will often stay close to the resort and wont venture across the island in fears of having being burgled or worse, raped. Secondly, Ibiza is trying to change its destination image. Tourists who can change this are those who spend money in the communities and are their for a relaxation experience, not partying. However, this tourist demographic will not visit the island if they feel a sense of insecurity. If Ibiza is too attract a new tourism markets, or increase markets they see as importance in changing their destination image, then the government needs to take a string stand on eradicating their underlying drug-culture. Drugs In Nightclubs: An Australian Perspective In the capital city of Melbourne, Victoria, the party scene has developed into a major tourism market. It is common for intrastate and interstate travellers to fly or drive into Melbourne for the weekend and party for two days straight, returning home on the Sunday evening. The party tourism phenomenon is an existing market that has seen major developments in Melbourne over the past decade with the introduction of cheap domestic flights and nightclub incentives of free entry and free drink cards upon early arrival. Moreover, the affordable costs of a two night stay at a backpackers and the extra amount of discretionary income available for young people has seen this tourism market develop extensively. (Symons, 2004) reports that a study undertaken by the Australian Drug Foundation found that 60 per cent of patrons in Melbourne’s clubs and bars had tried ecstasy over the past six months. This pattern is not confined to Melbourne. The (National Drug and Alcohol Research Centre, 2001) found it â€Å"staggering† that 20 per cent of people aged between 20 -29 had taken ecstasy. That figure is now taken conservatively as it was taken from the population in 2001. â€Å"It is clear that illicit drug use is relatively common among groups of Australian people, notably those involved in clubbing, dance music and alternative music subcultures† states (Holt, 2005) after conducting a study of drug use among youth in Australia. At the nightclub industry scene, Brendan Prendergast – president of Australia’s Crowd Control Employee’s Association – comments that â€Å"the Australian public’s only hearing the tip of the iceberg when it comes to drug use in Melbourne. Prendergast, who worked as a crown controller for 30 years, believes that a major reason why drugs are such an issue is because of the amount of illegal crowd controllers working in clubs and pubs (Nolan, 2007). This statement presents a relationship between Melbourne nightclubs and Ibiza nightclubs in regards to the involvement of nightclub employees in the facilitation of drugs in nightspots and as (Chesshyre, 2001) acknowledges; a major problem with the amount of drugs available in Ibiza has a connection with nightclub owners and security personal on the island. The difference between Melbourne and Ibiza, in relation to drug use in party nightspots, is the amount of preventative measures from within both the nightclub industry and strategies at local and national governments to prevent drug use. A report produced by the Australian National Council of Drugs (Price, 2000) discussing the issues of drug use in Melbourne states that â€Å"there are a number of judicial and police-diversion strategies being funded in the Melbourne area targeting drug use at the venue. In Ibiza however, drug preventative measures inside the venue are relatively scarce with (Govan, 2007) commenting, â€Å"Clubs are policed by their own security guards, with dealers still managing to ply their trade easily. † At the government level, drug strategies are non-funded and the introduction of preventative strategies through heavier police involvement in nightclub venues is desperately needed to stop the dealing of illicit drugs to new and existing users. Preventat ive Measures/ Minimisation Strategies – Interventions in dance music resorts (Bellis, Hughes, Bennett Thomson, 2003: 1717) identify that interventions are urgently needed in dance music resorts to prevent non-drug users from experimenting with illicit drugs and users from moving into a wider range of substances. Such interventions are currently scarce and therefore represent a missed opportunity to reduce the spread of illicit drug use. Moreover, (Deehan Saville, 2003) undertook a study to determine the scope of recreational drug use amongst clubbers in the South East of England. Key findings from the report found that many recreational drug users have actively sought out information about the potential health consequences arising from drug use and took measures to minimise the risk. This indicates the willingness that clubbers are likely to be receptive towards the provision of practical, evidence-based information focusing on safe use and reducing harm. Drug minimisation strategies related to Ibiza should focus on having educational information at major nightclub venues through either flyers in restrooms or leaflets upon entry. Furthermore, the same approach can be utilised at the hotels of interest for these club tourists to indicate the risk and minimise use before the individual is caught up in the nightclub atmosphere. Administering nightclub and after party curfews â€Å"The problem is that the party is non-stop†¦it’s difficult to keep going if you don’t take drugs† states Juan Pantaleoni, San Antonio’s town spokesperson (Fuchs, 2006). San Antonio, a town in Ibiza, is a renowned hot spot for British tourists looking to escape the pressures of home-life and party all night. It is San Antonio however that has started to deal with the issue of all night parties. Before the opening of its party season in 2007, the government banned so-called â€Å"after parties†, which start when the clubs close their doors and often run until noon that day. This strategy minimised the amount of drug influenced people on the streets during the day, reducing the potential risks of violence and contact with tourists who are not attracted to the destination for the party scene (Botsford, 2001). Ibiza would benefit from implementing the same strategy as San Antonio as its potential for success has been realised and regardless of the fact that it won’t stop drug taking, it will enable other tourists and locals to feel safer during the day. Cooperation between Ibiza government and origin destination Cooperation between the Ibiza government and that of tourists’ home country is desperately needed to help minimise the demand for first time drug users to experiment with drug taking. Focusing on the UK market, the demand for tourists to enter Ibiza’s party culture is an extensive market, with (Botsford, 2001) reporting that 700 000 British tourists arrive at the destination per year. Education for the tourist before they arrive in Ibiza is needed, wit possible strategies including information flyers at airports or on the plane, and information websites on the dangers of drug taking specific to the Ibiza nightlife. As presented earlier, individuals are open to risk information and having a wider spread of information outlets will increase the amount of tourists coming into contact with risk educational material. Bellis, Hughes Lowey, 2002) state that some countries have already developed approaches to nightlife health. However, growth in the international travel associated with nightlife and the additional risks posed by nightclubbing in an unfamiliar country mean both interventions and basic health and safety measures are now required on an international basis. Conclusion The impact of drugs within Ibiza is something of serious concern for government officials and the future of tourism at the destination. Ibiza has adopted a drug culture that is not only affecting the island and its residents, but is starting to develop a negative destination image. Immediate strategies to combat the ‘out of control’ spiral that party tourism is having on the destination are needed, and these strategies must be implemented and evaluated efficiently. A drug sub-culture is a problem for Ibiza to attract other potential tourism markets with many wanting the perception of safety and relaxation when on a holiday. The party tourism arket is starting to restrict the experience of other tourists, and if strategies aren’t implemented, these tourists will start to relocate elsewhere. Ibiza would benefit from understanding the scope of drug problems in countries where the majority of their tourists come from to get insight into the drug implementation strategies that have been proven to work. It is crisis time for Ibiza and cooperation between local governments, the Spaniard government and ni ghtclub owners is needed to restrict the drug issue as a whole industry, instead of trying to implement strategies that don’t have the funding or support of key stakeholders. Ibiza should move quickly in implementing new strategies, before party tourism is the only culture identified by tourists and they lose lucrative markets. References Author Withheld. (2007). Ibiza. News Weekly, 15(52), p. 2-5. Retrieved May 26, 2008, from Australian/New Zealand Reference Centre database. Bellis, M. , Hughes, K. , Bennett, A. Thomson, R. (2003, April 3). The role of an international nightlife resort in the proliferation of recreational drugs. Addiction, 98(12), 1713-1721. Retrieved April 9, 2008, from Academic Source Premier. Bellis, M. , Hale, G. , Bennett, A. , Chaudry, M. Kilfoyle, M. 2000, April 25). Ibiza Uncovered: changes in substance use and sexual behaviour amongst young people visiting an international night-life resort. International Journal of Drug Policy, 11, 235-244. Retrieved April 9, 2008, from Business Source Premier database. Bellis, M. , Hughes, K. Lowey, H. (2002). Healthy Nightclubs and recreational substance use: from a harm minimization to a healthy setting approach. Addictive behaviours, 27(6), p. 1025. Retrieved May 23, 2008, from Academic Search Premier. Bjortomt, O. (2003, January 12). Ibiza gives young first taste of illicit drugs. The (United Kingdom) Times, p. 1. Retrieved April 10, 2008, from Australian/New Zealand Reference Centre database. Botsford, F. (2001). Clampdown on Ibiza Nightlife. Retrieved May 23, 2008, from http://news. bbc. co. uk/1/hi/world/europe/1435942. stm Chesshyre, T. (2001, July 28). Where drugs are sold like sweets. The (United Kingdom) Times, p. 1. Retrieved April 3, 2008, from Australian/New Zealand Reference Centre database. Couzens, G. (2006, August 13). Guns wars on party island. UK Sunday Mirror. Retrived May 27, 2008, from Academic Search Premier. Curley, G. (2007, April). Make Ibiza Mine! Vanity Fair, 560, 252-265. Retrieved April 4, 2008, from Australian/New Zealand Reference Centre database. Dann, G. M. S. (1997). Tourist Behaviour as Controlled Freedom. Australian Tourism and Hospitality Research Conference. Sydney, NSW, Australia: Bureau of Tourism Research Deehan, A. Saville, E. (2003). Calculating the risk: recreational drug use among clubbers in the South East of England. Home Office Online Report, 43(11), p. 12-53. Retrieved May, 25, 2008, from Australian/New Zealand Reference Centre database. Forsyth, A. , Barnard. M. McKeganey, N. (1997) Musical performance as an indicator of adolescent drug use. Addiction, 92, 1317-1325. Retrieved April 4, 2008, from Australian/New Zealand Reference Centre database. Fuchs, D. (2006) Crimewave may mean the party is over for Ibiza. The Guardian, Retrived May 28, 2008, from Australian/New Zealand Reference Centre database. Garratt, S. (1998). Adventures in Wonderland: a Decade of Club Culture. London, United Kingdom: Headline Book Publishing. Govan, F. (2007, July 16). Special Report: Ibiza’s Failing Drug Clampdown. Retrieved May 17, 2008, from Australian/New Zealand Reference Centre database. Gardiner, A. M. (2007). Ibiza, Spain. New York Times, p. 13. Retrieved May 23, 2008, from Academic Search Premier. Harman, D. (2002, August 28). On a Mediterranean isle, drugs eclipse sun and sand. Christian Science Monitor, 94(192), p. 7. Retrieved April 6, 2008, from Australian/New Zealand Reference Centre database. Hughes, K. , Bellis, M. Chaudry, M. (2004). Elevated substance use in casual labour at international nightlife resorts: a case control study. International Journal of Drug Policy, 15(3), 211-213. Retrieved April 9, 2008, from Business Source Premier database. Hughes, K. , Bellis, M. (2006, February 21). Sexual behaviour among casual labour at international nightlife resorts: a case control study. BMC Public Health. Retrieved April 9, 2008, from Business Source Premier database. Hughes, K. (2004). A potent cocktail. Nursing Standard, 18(47), p. 14. Retrieved May 25, 2008, from Australian/New Zealand Reference Centre database. Holt, M. (2005). Young people and illiciot drug use in Australia. Social Research, 3, p. 1-6. Retrieved May 23, 2008, from Academic Search Premier. Horner, S. Swarbrooke, J. (2004). International Cases in Tourism Management. London, United Kingdom: Butterworth-Heinemann Nash, E. (2008 April 6). Ibiza: Is the party over?. Retrieved April 10 from http://www. independent. o. uk/news/europe/ibiza-is-the-party-over-805249. html. Marinos, S. (2004). Holiday Rape. Cleo 378, p. 156-160. Retrived May 28, 2008, from Australian/New Zealand Reference Centre database. McClure, R. (2008, May 9). Party all day and all night in glittery, glamorous Miami. 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What to Expect on College Move-In Day

What to Expect on College Move-In Day The excitement on a college campus during move-in day is palpable. New students are moving in, parents are trying to figure out how to help, and there are usually just enough student orientation leaders and staff members to create the perfect mixture of confusion and assistance. How can you keep yourself on track? Know the Schedule and Stick to It If youre moving into a campus residence hall room, you most likely have been assigned a very specific time for unloading your items. Make sure to stick with this schedule. Not only will things be easier for you during your time to unload, but they will also be easier for you for the rest of the day. Move-in day is usually crammed full of events, meetings, and to-dos, so sticking to your assigned move-in time is of high importance.  Every minute of your move-in day is scheduled for a reason: there is a lot to cover and all of it is important. Go to every event youre assigned to, be there on time, and take notes. Chances are your brain will be overloaded by the time the day is over and those notes will come in handy later. Expect to Be Separated from Your Parents At some point during move-in day, you actually will have to be separated from your parents. Often, however, this will happen before they officially leave campus. Your parents may have a special schedule to go to that has separate events from yours. Expect this to happen and, if need be, brace your parents for it. Try Not to Be Alone Its no secret that the plan for the day is to keep you from being alone. Why? Well, just imagine what move-in day would be like without all of those scheduled events. Students would be kind of  lost, unsure of where to go, and would probably end up just hanging out in their new rooms- not the best way to meet a lot of people and get to know the school. So, even if you think the event after dinner sounds totally lame, go. You may not want to go, but do you want to miss out on what everyone else is doing? Keep in mind that the first few days of orientation are often when a lot of students meet each other, so its critical to get out of your comfort zone and join the crowd- you dont want to miss out on this vital opportunity to start making new friends. Get to Know Your Roommate There may be a lot going on, but spending a little time getting to know your roommate- and setting up some ground rules- is also super important. You dont have to be besties with your roommate, but you should at least get to know each other a little bit on move-in day and during the rest of the orientation. Get  Some Sleep! Chances are, move-in day- and the rest of orientation- will be one of the busiest times of your college life, but that doesnt mean you shouldnt take care of yourself a little, too. True, you will probably be up super late talking with people, reading all the material you were given, and just enjoying yourself, but remember that its also important to get at least a little sleep so you can stay positive, healthy, and energetic over  the next few days. Know That Its OK to Feel Sad Youre in college now! Your parents have left, the day is over, and youre finally all settled down in your new bed. Some students feel overwhelmingly happy, some feel overwhelmingly sad and scared, and some students feel all of these things at the same time! Be patient with yourself and know that you are making a humongous life adjustment and that all of your emotions are totally normal. You worked hard to get where you are and, while it may be scary, it can still be fantastic at the same time. Congratulate yourself on a job well done, let yourself be sad when you need to, and get ready to start your new college life- after a good nights sleep, of course.

Unemployment in UK Essay Example | Topics and Well Written Essays - 1000 words

Unemployment in UK - Essay Example Unemployment in UK The thing that makes unemployment most dangerous is that it directly affects the growth of a nation and this is becoming evident for UK. United Kingdom, arguably Europe’s most influential country over the history has been dealing with this ailment since the early 1970’s. The unemployment rate in the United Kingdom was last reported as 8.4% in December 2011. (Hamilton) Due to this it is very important to analyze the cause of this mass unemployment in UK, and to find viable solutions to this particular problem. Summary of Articles As proposed by Hamilton, in his article â€Å"U.K. Unemployment Increases as Global Outlook Cut: Economy† published in Business Week (January 18, 2012), mass unemployment in UK touched its zenith in 16 years in November 2011. This was primarily due to Britain’s plunge into recession again. The unemployment rate according to the International Labour Organisation (ILO) rose to a staggering 8.4%, the highest recorded since January 199 6. The number of people attaining jobless benefits rose to a figure of 1.6million. The World Banks’ estimation of global growth has experienced repeated down grades in last three years. The prime reason that has been forwarded by them is a declining state of the UK economy. Since UK is a part of the European Union and enjoys a quite significant status hence the euro-area crisis is being compounded by Prime Minister David Cameron’s budget cuts. This is affecting consumer confidence negatively and will lead to a further loss of employment for about 700000 workers by 2017. As specified by Nida Ali, an economic adviser in the Ernst & Young item club, the future for the labour market is pretty dismal. She even expects the rate of unemployment to rise by another 9.3% in a year. ITEM (Independence Treasury Economic Model) Club acknowledged that Britain has been struck by recession once again and Europe’s incapability to end the crisis of debt had a simultaneous effect on Royal Bank of Scotland group in United Kingdom. It has proposed last week that it will shut down its corporate-finance units and equities that will cut down almost 35000 jobs. Hamilton has also cited the ITEM club regarding the possibility of 600 job cut by â€Å"Premier Foods Plc† to illustrate the grim situation in UK job market. (Hamilton) According to Barrow in his article â€Å"Foreign workers take yet more UK jobs as number of Britons in work plunges and youth unemployment hits 1 million† published in Daily mail UK, a prime reason for unemployment in UK is the increased absorption of foreign workers by the firms belonging to UK instead of own domestic workers. Most of the business entities in UK hire foreign workers and that has left United Kingdom’s unemployment rate at the highest in 17years. The ministers termed this as â€Å"unacceptable†, but the management of the reputed entities in UK pointed out that many young British workers are lazy an d incapable at basic works, which made them to shift towards the foreign workers. As an example, the proportion of foreign workers at a leading firm of plumbers, â€Å"Plimico Plumbers†, has doubled over the past two years because the domestic British workers lack the right work ethics. Furthermore it is often seen that the workers are more interested in real wage than nominal wage courting a fall in their purchasing power. (Barrow) Evaluation & Conclusion It has been specified by Hamilton that the Prime Minister of UK has been administering a budget

Fashion Design and Development Essay Example | Topics and Well Written Essays - 2250 words

Fashion Design and Development - Essay Example The essay "Fashion Design and Development" analyzes Fashion Development and design. The word can be used to depict a wide variety of items ranging from shoes, furniture, clothes, and hair style. Better yet fashion goes far beyond to also depict tattoos, earrings, rings and any form of piercing that might be done on an individual. The majority of relevant cultures in the world, which in this case means the Chinese people, Japanese, notably Indians, Europeans and Americans all of them have different types of senses of fashion. A visitor in these countries would not only notice the diversity and difference in cultures but a visitor would also notice the difference in the mode in which the different people dress and apply ornaments of beauty. In 2005 a writer by the name Bennett wrote about fashion and said that fashion is one of the only major ways in which a person can be uniquely described and articulated. Those are the powerful words that he used to describe fashion and human identit ies together. It is thanks to that statement that this essay will devour enough material to understand what he meant and what he had in mind when he so intelligently personalized fashion to identities. Bennett had taken note of the power of images. What is seen lasts longer in the memory than any material we might read or any data we might hear. Hence when we keep looking at a person, sooner enough we start noticing a trend. It barely takes a couple of days for an individual to notice a trend in dressing.

African American Women Article Example | Topics and Well Written Essays - 1250 words

African American Women - Article Example Irrespective of their race, religion & class women were not seen as women in the society in the beginning of this century. The woman, often conceived and the childbirth have become dangerous. There was no birth control system in yester-years. The abortion was treated as an unlawful thing. During this century, the life styles of women have changed vastly. The activities of women have brought an important role in transformation of women. Many workingwomen have reached pinnacles in their selective fields. They have become champions in the fields of educational institutions, science and technology. Now the women are more economically stronger and independent than a century ago. The women are not involved in union activities.Now the black women in USA can exercise their franchise not like in olden days. Now the women are well educated and participated in national politics. The African American women were first employed in jobs during the currency of First World War. After the First World War, the services rendered by the woman were forgotten, as they did not enter into domestic service. The start of industries gave some opportunities to women to get good jobs with good returns. The involvement of women in second world war and the role played by them brought changes in awareness and consciousness within the women and the in the society too. The politicians thought of safeguarding the interests of women at their respective work place. The women desired to stick to their jobs by showing their individuality but some women wanted to come back to their domestic service. The work force of woman has largely increased in the year 1940 when compared to the work force of women in the year1939. After Second World War the need of education in higher education and technology has been increased for women after 1960, the entire world wanted to bring a change in inequality irrespective of their class, race and religion.The history of the African American women is the product of time of century old women. It is the growth of the African American women for the last 25 years, which focused on their memories, testimonies and pointing out women's experience. After events of revolution in 1968, the socialist feminism is possible once again the world, liberation of women in capitalism. At the end of 1960, the emergence of feminist framework and civil rights movement could be seen. In 1980s Thatcher and Reagan have elaborated the same. In both the countries of USA and Britain have contrasts of class, race, ethnicity, along with region, age and disability. The books did not carry a definite socialist analysis of the history of women in 20th centuries. The working class woman has not transformed the liberation of women forward. In 20th century, the women have achieved, in many nations, the right to vote, increased their changes in educational and job opportunities. Women used to feel wifehood and motherhood were most important events in their career. History shows that women is creative source of human life, women are always treated as inferior to men, since olden days. The attitude towards women was favorable in the east. In USA, the women were felt weaker than men as they couldn't do hard work which requires muscle power. In women, the Americans found lack of intellectual development. The women were allowed to attend domestic works such as caring of children, cooking cleaning of house and washing clothes. It was felt that women's main role in the society was to give birth to children. In the present scenario, because of major publicity to follow contraceptive methods

Postpartum Depression A Concept Analysis Health And Social Care Essay

Postpartum Depression A Concept Analysis Health And Social Care Essay Postpartum Depression is generally defined in the following context: Specifier of nonpsychotic major depression that has its onset within 4 weeks after delivery (Mehta and Sheth, 2006). In addition, the illness is often classified into the following categories: Baby blues, nonpsychotic depression, and puerperal psychosis (Mehta and Sheth, 2006). Therefore, the illness is complex in nature and is attributed to the emotions that are experienced after giving birth (Mehta and Sheth, 2006). It appears that there are no clear distinctions between first-time and experienced mothers facing postpartum depression, and that the state is potentially dependent upon hormonal imbalances (Mehta and Sheth, 2006). The state of postpartum depression is particularly difficult for its sufferers, as they are often unable to care for their newborn babies in the way that they desire, and this places a particularly difficult strain upon the family in these cases. The defining attributes of the illness are em otional in nature, and require further evaluation in order to establish a successful diagnosis and treatment strategy. For women facing the risk of postpartum depression, there are a number of common concerns that are well-defined and researched, including but not limited to stress, hormone imbalance, and alternative methods of conception. Therefore, those women facing postpartum depression often possess a number of risk factors that may be individual or combined. As a result, a diagnosis of this condition is often based upon several factors. However, these factors may also be attributed to other conditions and circumstances, so how they are identified and managed is of critical importance in addressing the condition directly. In general, A meta-analysis of numerous studies found the average prevalence rate of postpartum depression to be 13 %there is a three-fold increase in the risk of depression during the first months after delivery (Joesfsson, 2003, p. 14). Therefore, it is important to note that postpartum depression is a common condition that requires further evaluation and treatment. A case study is perhaps the most feasible opportunity to explore the variables involved in postpartum depression, as this will enable the evaluator to determine the extent to which the illness is based upon various factors, how it was derived, and how to best treat the condition effectively. Typically, a scale known as the Edinburgh Postnatal Depression Scale (EPDS) is widely used to identify the severity of postpartum depression episodes, as is useful in determining the course of treatment that will treat the condition without delay (Chokka, 2002). One case to consider is that of using the EPDS to screen patients for postpartum depression, and if the condition is identified, to determine its severity (Joesfsson, 2003). This scale is used to convey a greater understanding of the epidemiology of the illness, and its contributing factors in those that suffer its symptoms (Joesfsson, 2003). The case study under consideration examines women facing postpartum symptoms of depression at several intervals, and explores a number of variables that are relevant in describing the condition and its potential outcomes for female patients (Joesfsson, 2003). There were a number of statistical requirements under consideration, as well as an opportunity to explore the ethical nature of the study and how it might impact postpartum women in a personal manner: We questioned ourselves whether it would create increased anxiety to ask the eligible women personal questions about mental and physical health and later on about their childrens behavior. How ever, we concluded that the positive effects would outweigh the negative effects and that the attendance rate would reflect the womens opinions in this matter. Verbal and written information was given to all participants and it was made clear that participation was voluntary (Joesfsson, 2003, p. 33). From this perspective, it should be noted that the postpartum depression study served as a means of influencing the identification of risk factors, as well as the epidemiology behind such factors and subsequent treatment alternatives that would be useful in supporting patients of this nature (Joesfsson, 2003). In this manner, it was determined that the study was a safe and effective means of identifying various risk factors associated with postpartum depression. The study results indicate that the EPDS is a highly useful tool in order to support the findings associated with postpartum depression (Joesffson, 2003). One of the key factors in this study that is not found in many other studies is as follows: An advantage of this study is that all data were extracted from standardized medical records in which data were collected prior to knowledge of postpartum mood. This made it possible to minimize maternal recall bias. To our knowledge this is the only study that includes earlier medical, gynecologic and obstetric history (Joesffson, 2003, p. 37). Therefore, the study indicates that there are significant opportunities to explore postpartum depression by using the EPDS scale, and that the results from this scale will continue to provide clinicians with the tools that are necessary to improve diagnosis and treatment methods for postpartum depression and its many complexities (Joesffson, 2003). EPDS is also evaluated in a borderline case involving postpartum women from Chile, and it was determined that the scale is very useful in other settings as a screening and diagnostic tool (Jadresic et.al, 1995). Another borderline case involving subjects from Iran is also useful in determining the effectiveness of the EPDS tool (Montazeri et.al, 2007). A contrary case involves the detection of false negatives in using the EPDS, which is in stark contrast to many other cases that support the widespread use of this scale to identify postpartum depression (Guedeney et.al, 2000). A case invented for the research might demonstrate that EPDS is successful in diagnosing other types of depressive disorders or episodes that extend beyond postpartum depression. Finally, an illegitimate case involves an examination of symptoms that are depicted as postpartum depression with the EPDS, but are actually not related ( Jomeen and Martin, 2008). Based upon the model case, the antecedent is the series of unusual behaviors that are generally associated with postpartum depression, such a perceived detachment from the child, as well as emotions, such as uncontrollable crying and fits of anger. As a result of these behaviors, it is generally believed that women suffering from postpartum depression face considerable emotional and psychological consequences until they are diagnosed and are treated for their condition in a successful manner. In a related case study, EDHS is utilized in conjunction with the Patient Health Questionnaire (PHQ-9) in an effort to identify postpartum depression in a different light. In a general context, Routine depression screening has been recommended for all adults using tools, such as the Patient Health Questionnaire (PHQ-9), that have been validated in primary care practices (Yawn et.al, 2009, p. 483). From this perspective, it is known that postpartum depression is not commonly considered under this questionnaire, and requires further consideration as a potential tool for evaluation of this condition (Yawn et.al, 2009). The study considered both tools as an opportunity to identify postpartum depressive symptoms, and to also demonstrate that these studies might be useful together, while also recognizing the limitations of their use in conjunction with each other (Yawn et.al, 2009). These findings suggest that there are significant factors involved in identifying postpartum depression, par ticularly when a body of questions are asked of each study participant that might be uncomfortable to answer (Yawn et.al, 2009). Therefore, it is difficult to identify all of the possible implications of using both tools without further evaluation (Yawn et.al, 2009). Nonetheless, it is very important and relevant to consider how postpartum depression is diagnosed and treated under the most common conditions. Other studies also demonstrate that postpartum depression, when diagnosed by using the EPDS scale, is highly responsive to different forms of cognitive therapy, including individual and group counseling, amongst other methods (Moss et.al, 2009). However, studies do not go so far as to say that educational programs are a useful tool in supporting the prevention of postpartum depression, as this has yet to be identified as an effective alternative (Moss et.al, 2009). There continue to be critical factors that influence postpartum depression that have not been fully identified, and therefore, the EPDS is a very useful method of deciphering new problems and potential treatment solutions (Moss et.al, 2009). Based upon the indicators provided in the discussion and case studies thus far, there are a number of empirical referents to consider when addressing the scope of postpartum depression, and how it is dramatically influenced by various factors, including but not limited to risk factors, symptoms, diagnosis and treatment. It is clear that there are a number of common risk factors associated with postpartum depression that are common in many identified cases, including but not limited to prior depressive episodes, hormone imbalances, and other related factors. These factors are typical contributors to the condition, even though their severity varies from one case to another. Nonetheless, when considering postpartum depression, these are typical concerns that must be evaluated on a consistent basis. In one context, it is observed that postpartum depression may be associated with what is known as the relinquishment of motherhood, which is reflective of different circumstances, such as giving up a baby for adoption, as well as the challenges associated with postpartum depression (La Monica). In this context, Relinquishment is usually done with a great deal of conflict, especially if done under compulsion. Consequences of relinquishment are (1) the obvious loss of a child, (2) a resulting role change; she is no longer functioning as a mother, and (3) the inevitable grief process to follow (La Monica, p. 269). From this perspective, it is clear that postpartum depression also falls into this category, and possesses empirical consequences for a mother until a diagnosis and treatment plan is satisfied. It is important for a mother facing postpartum depression to consider how this might impact her child or children, and how to best approach the situation in a delicate yet assertive man ner. However, since the judgment of the mother is often poor as a result of her condition and she may be unable to think clearly, it is necessary to consider how the condition might be identified by a clinical professional, and thus treated accordingly. It is important for family members and clinicians to be involved as early as possible, so that the symptoms do not become so severe that irreversible consequences are inevitable, as occurs in some cases. In all cases of postpartum depression, it is critical to develop an understanding of the underlying factors, causes, and diagnosis methods that are most common, so that all possible ideas are explored without severe repercussions for patients. Therefore, it is expected that in all cases of postpartum depression, establishing a diagnosis using the EPDS and/or the PHQ are of critical relevance in order to determine the most feasible course of action for the patient in question. This is a general rule that applies to almost any diagnosis, and requires ongoing consideration in order to achieve the desired level of effectiveness. It is imperative that these methods are utilized consistently from one case to the next in order to establish effective patterns for treating postpartum depression and its underlying causes. In order to identify the various principles that are associated with a diagnosis of postpartum depression, it is necessary to develop a greater understanding of various risk factors that are associated with the illness and its outcomes for new and experienced mothers. It is evident that there are a variety of concerns that are associated with postpartum depression, and that these require further consideration and evaluation. Therefore, various research studies to date indicate that there are a number of relevant tools that are often utilized in order to understand the overall concepts associated with postpartum depression, and how to best diagnose and treat this complex psychological condition with physical undertones. The most common tools used to identify the condition are the EPDS and the PHQ, which are utilized to identify severity of the condition under different circumstances. Patients suffering from this illness must be cooperative and supportive in seeking a diagnosis and tre atment, even though this is often a very difficult concept to grasp. Therefore, it is important for clinicians to be heavily involved in this process, so that patients are provided with the best possible outcomes for their condition, regardless of its severity. This will provide the greatest level of support during diagnosis and treatment to improve the condition through regular treatment and ongoing intervention as necessary.

Invent Your Own Technology :: Process Essays

Invent Your Own Technology â€Å"The first writing technology was writing itself (39 Baron).† -Dennis Baron, From Pencils to Pixels Re-introducing myself to a task that I have taken advantage of my entire life proved both frustrating and time consuming. Writing has always been done with at least a pencil hasn’t it? Apparently not, and I realized that as I set out to â€Å"create† a non-technological way to write. The new way of writing I created, although effective, took quite a bit longer than I had anticipated. Thinking of an idea for this project was easy; it was putting that abstract thought into concrete form that proved difficult. Armed with the best of intentions I set out to create a project equivalent to Egyptian hieroglyphics carved on the tops of pyramids. I soon realized that I set my goals a bit to high so I began scratching a few words into a piece of tree bark with a rock. When that proved not as interesting as I wanted, and certainly not as aesthetically pleasing, I moved to plan B: creating my own ink by boiling grape peals. The ink was a deep shade of purple (and smelled like w ine); I was sure it would write just like ink from a pen and I would have a beautiful project. However my ego got the better of me. As it turned out the fermented ink would not write on my bark surface. Instead it absorbed into the bark never to be seen again. I moved to plan C. Creating a smoother surface for my wonderful ink by mixing flour and water and spreading it over the bark-again unsuccessful. Plan D: stick with the flour and water mixture but carve into the surface, like clay, before it hardens completely. (I had utterly given up on the ink.) Success! I had finally created a new way to write. In just over three hours I had a ten-word document. It wasn’t profound; it wasn’t beautiful; but it was certainly permanent. My creation came to life. Through this inventing process I was not only able to make a new writing technology, but I also learned something very valuable about myself-I have surprisingly little patients.

Contrast between Psychodynamic and the behaviorist theory of personality Essay

Psychodynamic is a method used to help people find relief from emotional pain which could be as a result of unresolved conflicts of the past. It is usually done verbally. It’s based on the idea that a human being’s behavior is shaped by known and unknown influences. It aims at solving this past experiences that could have left lasting traces that could affect your self-esteem leading to maladaptive patterns of behaviors. It involves patient talking and the therapist interpreting the patient’s words and behaviors (Miller, Luborsky, Jacques and John, pp 23). Psychodynamic is basically concerned about psychological processes, past experiences, existence of unknown motivation, ego, superego and defense mechanisms (Jackson and Beverly, pp 45). Behaviorist‘s theory also attempts to explain human behavior but its in conflict with psychodynamic theory in ways which human behavior is developed. The behaviorist believes that culture and subculture have a role to play in molding someone’s behavior and as a result has an effect on the personality. Therapy in a behaviorist is based on the principles of learning using all the processes and methods such as training, reinforcing, desensitization, aversion therapy, modeling and replication (Chamorro-Premuzic, and Adrian, pp67). According to Miller, Nancy, Lester, Jacques and John (pp 89), this theory has little concern about any outside energy or force in determining behavior. To it, normal behavior comes as a result of acceptable conditioning, reinforcing and modeling while abnormal behavior comes as a result of defective conditioning, reinforcing and modeling. It is not interested in the effect of developmental processes on the behavior. In treating the patient, the therapist has little regard to the patient’s feelings, thoughts, emotional experiences or imagination. It is believed that if one understands the environment and how to interact with it, he can basically understand himself and his behavior. The behaviorist believes that behavior is cultured and it can also be uncultured. Works Cited Jackson, Leslie C. , and Beverly Greene, eds. Psychotherapy with African American Women: Innovations in Psychodynamic Perspectives and Practice. New York: Guilford Press, 2000. Lazarus, Richard S. Fifty Years of the Research and Theory of R. S. Lazarus: An Analysis Of Historical and Perennial Issues. Mahwah, NJ: Lawrence Erlbaum Associates, 1998. Miller, Nancy E. , Lester Luborsky, Jacques P. Barber, and John P. Docherty, eds. Psychodynamic Treatment Research: A Handbook for Clinical Practice. New York: Basic Books, 1993. Chamorro-Premuzic, Tomas, and Adrian Furnham. Personality and Intellectual Competence. Mahwah, NJ: Lawrence Erlbaum Associates, 2005. .